FREE E-BOOK · DORMANCY PLAYBOOK
Your subscribers are paying. They’ve stopped watching. You can’t tell the difference.
A practical framework for finding, measuring, and re-engaging the dormant subscribers hiding in your “active” base, before they quietly cancel.
What You’ll Get
Everything you need to detect subscriber dormancy before it becomes churn, and act on it before the window closes.
1. The four-state framework
A subscriber classification model that replaces the industry’s Active/Churned binary with four states: Engaged, Dormant, At-Risk, and Churned, with metrics, thresholds, and recommended actions for each.
2. Seven viewership signals that detect dormancy early
Each signal comes with a healthy benchmark, a dormancy threshold, and a churn benchmark drawn from real subscriber transaction data. Track them at the individual level and you’ll see dormancy forming weeks before it becomes churn.
3. Four re-activation campaign templates
Ready-to-adapt templates for each stage of disengagement: from the early nudge (zero cost) to the last-window offer (monetary, guard-railed). Each includes the trigger, timing, channel, example message, and cost level.
HOW IT WORKS
Run the built-in diagnostic (10 questions, 5 minutes) to estimate your dormancy exposure and identify your biggest detection gaps.
Start tracking the seven viewership signals at the individual subscriber level.
Deploy the re-activation templates matched to each disengagement stage. Measure results against the five KPIs. Iterate monthly.
Download the free Dormancy Playbook and start tracking the signals that matter, before your subscribers quietly walk away.
